And that’s what Altru is trying to accomplish, powering a page on a company’s website that highlights videos from real employees answering questions that potential hires might be asking. The videos are searchable (thanks to Altru’s transcriptions), and they can also be shared on social media.

The startup was part of the recent winter batch at Techstars NYC, and it’s already working with companies like L’Oreal, Dell and Unilever. Today, Altru is announcing that it’s raised $1.3 million in new funding led by Birchmere Ventures.

Rehmatullah contrasted Altru’s approach with Glassdoor, which he said features “more polarized” content (since it’s usually employees with really good or really bad experiences who want to write reviews) and where companies are often forced to “play defense.”

On Altru, on the other hand, employers can take the informal conversations that often take place when someone’s deciding whether to accept a job and turn them into an online recruiting tool. Over time, Rehmatullah said the platform could expand beyond recruiting to areas like on-boarding new employees.

Since these videos are posted to the company website, with the employees’ name and face attached, they may not always feel comfortable being completely honest, particularly about a company’s flaws. But at least it’s a message coming from a regular person, not the corporate-speak of a recruiter or manager.

Rehmatullah acknowledged that there’s usually “an educational process” involved in making employers more comfortable with this kind of content.